H. R. then told them that they must introduce the art of sandwiching to New York. They must command the union sandwiches.
Never!
He explained to them very patiently, for he was dealing with temperaments, that to make sandwiching an art required the highest form of histrionic ability. Anybody could look like a gentleman on the stage or in any of the Fifth Avenue drawing-rooms to which they were obviously accustomed. But, unmistakably to look like a gentleman between sandwich-boards would require a combination of Richard Mansfield and ancient lineage. He asked them kindly to ponder on the lamented Edward VII. How would the Kaiser act? That is the way he wanted his artists to act—like royalty. It was the highest art ever discovered. They would be the cynosure of all eyes on Fifth Avenue, where most eyes belong to wealthy women who always look for, as well as at, handsome men of discretion and bona-fide divorce decrees. The artists themselves would represent Valiquet's, the world's greatest jewelers, and the newspapers would be told of the enormous salaries paid. Some of the boards would be of real gold, to be valued at two hundred and fifty thousand dollars in the most conservative of the newspapers. The men also would be paid in cash, two dollars a day.
"The idea is not to sandwich in the ordinary commercial way, but to give our press agents the swellest opportunity of the century. Managers have used real diamonds on the stage. Money buys them. I am using real gentlemen. Money cannot make them. Valiquet's never does anything inexpensive, and this is merely the first and most dazzling chapter in the history of the New Art of Advertising. The newspapers will duly chronicle the fact that each artist received one thousand dollars a week—which the artists have turned over to charity, like gentlemen. To be the Theodore Roosevelts of street advertisements is more than a privilege, more than an honor, more than art—it is cash! There have been sandwich-men. There shall be sandwich-artists! Gentlemen, you will make history. If you feel you don't measure up to the job, you can get the hell out of here!"
They not only signed, but begged to begin on that day, even though it was Friday. But H. R. was adamant.
"Monday!" he said, "and no more remarks. Report at nine a.m., dressed like gentlemen."
Andrew Barrett reported enthusiastically that nearly every shop on the Avenue was ready to sign contracts if Valiquet's began. There had been some skepticism, and expectations were keyed up to the snapping-pitch.
Mr. Gwathmey sent a dozen designs for boards and the model of the Ultimate Sandwich. It was really a beautiful piece of work. H. R.'s luck was with him. The young Frenchman who did it came into his own years later.
H. R. accepted them on official stationery of the society, ordered one hundred of each size, and also asked that the designs of the sandwich-boards be engraved in color. He told Barrett to get Valiquet's written acceptance of his order.
On Sunday all the newspapers were impressively notified that there would be some novel and revolutionary advertising on the Avenue. To insure attention, the newspapers were simultaneously informed also that the Fifth Avenue Merchants' Guild had decided to advertise more extensively in the daily press. New York would give an object-lesson in optimism and confidence to the rest of the country. This would allay all fears as to the fundamental soundness of the general business situation. Wall Street might be in the dumps, but the legitimate merchants, up to the full-page size, were more truly representative of the metropolis.